Gholamreza Bazgosha ¹, Nadia Eizi ², Khaled Nawaser ³, Mohammad Mehdi Parhizgar ⁴

Affiliations
1 Supreme Audit Court of IRAN- Allameh Tabataba'i University, Master of Information Technology Management (ITM)
2 University of Karaj Payam Noor, IR
3 MBA- Marketing Management- University of Pune, IN
4 Business Administration, Payam – e – Noor University, IR

Abstract

The topic of perceived risk and uncertainty helps in facilitating the perception of consumers' attitude toward marketers. The main aim of this study is to explore the effect of consumers' perception of risk and uncertainty on the rate of using internet banking as a new service and enhancing knowledge scope in this area. Examined risk and uncertainty includes 13 dimensions of security risk, financial risk, operational risk, psychological risk, time risk, social risk, consequences uncertainty, information uncertainty, knowledge uncertainty, choice uncertainty, brand uncertainty, needs uncertainty, and post purchase uncertainty. Regression analysis and multiple regression techniques have been employed for theory analysis. Statistical tests indicate that risk and uncertainty components have negative significant relationship with the rate of internet banking usage. Multiple regression analysis indicates that of 13 dimensions being explored, four dimensions of uncertainty of choice uncertainty, psychological risk, uncertainty about results and operational risk could fully explain 0.709 of variations in dependent variable of rate of internet banking usage. Meanwhile the selection dimension alone could explain 0.54 of internet banking usage variable.

Keywords

Consumer Behavior, Perceived Risk, Perceived Uncertainty, Internet Banking

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